Domino's Pizza UK reports record '01 sales

March 19, 2002

According to Anaova, an English news Web site, full-year sales for 2001 at Domino's U.K. were up 29.4 percent to £98 million ($141 million U.S.), compared with £76 million ($109 million U.S.) in 2000. In the final nine weeks of 2001, same-store sales soared 22.1 percent.

Word of the results sent shares of the company rising 8 percent on Jan. 9.

Even average weekly sales for 2001 were up to £8,422 ($12,000 U.S.), an increase of 19.1 percent.

CEO Stephen Hemsley attributed much of the company's success in the fourth quarter and the year to effective, year-long TV advertising campaigns.

"Every time we ran national adverts our sales increased," Hemsley told The Independent, an English news Web site. "In turn, every time our sales increased, the size of our national TV advertising fund increases." Hemsley also said store re-imaging helped draw customers as well.

Domino's currently has 237 stores in the U.K., and wants to double that number by 2006.

Also according to The Independent, the research group Mintel said the pizza home delivery market is the fastest-growing segment in British QSR restaurants.